ATLANTA — During the 2016 campaign, candidate Donald Trump stood in front of largely white crowds and asked black voters to consider, "What the hell do you have to lose?"
Four years later, the president has a new message for black voters: Look what I've delivered.
Trump and his campaign will be launching a new "Black Voices for Trump" outreach initiative in Atlanta on Friday dedicated to "recruiting and activating Black Americans in support of President Trump," according to the campaign. Much of that effort will focus on highlighting ways that African Americans have benefited from the Trump economy, according to advisers.
"Black Americans have never had a better champion than President Trump," said senior campaign adviser Katrina Pierson in a statement. She added, "Black Americans' strong support for President Trump will ensure a second term for the President."
That prediction is met with skepticism from critics, however, given Trump's consistently dismal approval rating with black voters, who overwhelmingly disapprove of the job he's doing.
Trump has spent much of the last four years engaged in racially charged attacks, going after minority members of Congress, claiming "no human being" would want to live in rat "infested," majority-minority Baltimore and claiming that there were "very fine people on both sides" of the deadly Charlottesville protest against white supremacists.
Shortly after landing in Georgia on Friday, Trump retweeted a call from one black supporter for submissions for a "#MAGACHALLENGE" competition featuring Trump-friendly rap songs. Trump said he would be announcing the winners and inviting them to the White House to meet with him and perform.
"I think black Americans are not the audience for these outreach efforts," said Theodore Johnson, a senior fellow at the Brennan Center for Justice who is an expert in race and politics. While Trump might be able to maintain the low level of black support he received in 2016, or perhaps expand it by one or two points, he sees little evidence the president can change many minds.
"I think this is not going to move the needle at all," Johnson said.
Before launching the new effort, Trump met with supporters at a fundraiser that was closed to the media. Nearby, a small group of protesters chanted, "Lock him up!" Trump is expected to raise about $3.5 million for a joint fundraising committee benefiting the Republican National Committee, the Trump campaign and the campaign of Sen. David Perdue, R-Ga. About 325 people are expected to attend.
In 2016, 6% of black voters supported Trump, according to a Pew Research Center analysis of people who participated in its polls and were confirmed to have voted. There is no indication his support is growing. Polling shows that African Americans continue to be overwhelmingly negative in their assessments of the president's performance, with his approval hovering around 1 in 10 over the course of his presidency, according to Gallup.
Yet Trump's campaign dismissed the numbers, insisting the campaign has seen favorable movement and arguing the president can increase his margins with black voters by bringing new people into the fold.
"The polls have never been favorable for Trump, and the only poll that matters is on Election Day," Pierson said.
The campaign has launched similar coalitions for women, Latinos and veterans.
Darrell Scott, a black Ohio pastor and a longtime supporter of the president who will be part of the new coalition and attend Friday's event, said that in 2015 and 2016, supporters trying to sell Trump to black voters could only point forward to share things they anticipated from Trump.
"Now that it's 2020, we're able to point backwards and to some very definitive accomplishments that the president has done," Scott said. "He delivered on promises he didn't even make."
The campaign and White House point to a list of achievements, including passage of bipartisan criminal justice reform legislation, which Trump signed into law last year, along with his ongoing support for opportunity zones in urban areas and new investments in historically black colleges.
"I don't know anyone who's done that kind of work outside of the president on attacking those big issues or trying to stop drugs from coming into the neighborhood and, at the same time, giving people second chances," said Ja'Ron Smith, deputy assistant to the president and one of the White House's few minority high-ranked officials.
Advisers also point to a series of economic gains, including the fact that black unemployment hit a record low last year, with fewer blacks living in poverty. But Trump and his campaign also have a tendency to exaggerate the gains, giving Trump credit for trends that were years in the making, seizing on momentary upticks, cherry-picking favorable statistics and ignoring more troubling ones, such as black home ownership and net worth.
Congressional Black Caucus Chairwoman Karen Bass, D-Calif., said Thursday that contrary to Trump's claims, in the three years of his presidency, African Americans have lost a lot.
"He has never had support from African Americans, but what we know about the president is that he will lie and say that he has," said Bass, who noted that Trump rarely appears before black audiences.